![Agency Ahead by Traject artwork](https://is1-ssl.mzstatic.com/image/thumb/Podcasts123/v4/0a/b8/f7/0ab8f7e1-2901-a0b3-fe99-bf6a7584d8d0/mza_9261344215658334886.jpg/100x100bb.jpg)
Rapid Content Generation Driven SEO Strategy with Jess Girardi
Agency Ahead by Traject
English - March 05, 2021 11:00 - 19 minutes - 35.9 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Jess Girardi is the Senior Search Strategist at Uproer, an SEM and SEO agency serving eCommerce, technology companies, and nonprofits. They've worked with organizations like When I Work, Branch Basics, and Stitch Fix. They've been able to achieve up to 200% increases in organic traffic for clients and won the 2020 Search Engine Land "Best Overall SEO Initiative - Small Business" award.
Today Garrett picks Jess' brain on two topics: rapid content generation and non-profit SEO. If you're looking for a solid inroads into some good content strategy or want to know more about how to serve your local non-profits, this is the podcast to check out.
The highlights:
[1:14] Rapid content generation.
[4:30] Crazy questions people are actually searching for.
[6:29] Meet the Minnesota Brain Trust.
[7:45] SEO challenges for nonprofits.
[9:13] What's unique about working with nonprofit SEO?
[10:04] How to volunteer with a local nonprofit.
[11:10] Why it's important to clarify your brand mission.
[13:29] Meet a nonprofit at the top of its SEO game.
[14:39] Tapping into user-generated content.
[16:11] Women in the SEO industry.
[18:33] Jess' cause.
Rapid Content Generation
Jess first caught Garrett's eye by talking about "rapid content generation," or "wild card content," on Twitter, and so Garrett dove right in by asking her to explain that to our audience.
Jess says the ideal type of business for this strategy would be a B2C company that has no blog, or which has minimal top-of-funnel content.
And the benefits of really narrowing in on the also-asked tools?
Jess does stress that this is a top-of-funnel strategy and doesn't work as well for conversion content. She also recommends evaluating the content strategy on a quarterly basis.
Crazy Questions That People Are Searching
Garrett asked if Jess has ever been surprised with the questions that come up when Jess is doing work for clients.
The answer is, "All the time!"
One of Jess' clients is a dog food client.
Obviously, it can be easy to fall down rabbit holes this way. When do you stop?
This strategy is built out by branching off different topics, like the spokes of a wheel.
Meet the Minnesota Brain Trust
The Minnesota Brain Trust is a project that Jess recently started with John Smith, the Paid Search Analyst at Uproer.
The result is that a lot of these nonprofits don't have good websites, a good search presence, or a good local presence. That's just because there's so much work to be done.
Search professionals look at it and they're like: I don't know. Not for me. We're trying to mediate that to bring value to both parties."
Most of these nonprofits don't have money to put into their web presence. And there are plenty of SEOs who want to help out, "but just can't spare 20 hours a week volunteering."
SEO Challenges for Nonprofits
One challenge for nonprofits is that SEO is almost never on their radar.
Jess has gotten adept at helping nonprofits understand they need SEO.
What's Unique About Working with Nonprofit SEO
Jess says working with nonprofits isn't quite like working with businesses, as one might expect.
How to Volunteer with a Local Nonprofit
Don't want to hook up with the Minnesota Brain Trust? Want to think a little more locally?
"I would reach out to as many nonprofits as you are interested in. The key to helping nonprofits is to have a deep empathy for the mission they're trying to get across. There's no point in saying: Okay, I don't really care about climate justice (I do), but I'm going to volunteer for this climate thing.I feel like you really need to empathize and find one that resonates with you because that's where your motivation is going to come from."
You can often just contact these organizations.
Why It's Important to Clarify Your Brand Mission
Mission-focused work is important in general, and getting brands to clarify their mission can make a huge impact on marketing strategies. It's something that Uproer works hard on.
She says it's okay to be a little cheesy, even!
She points to Patagonia as a good example.
She says she likes working for Uproer because they, too, have really worked to clarify their brand mission.
Many clients don't start out with a brand mission, and sometimes they really have to put in some work to help companies develop one.
Meet a Nonprofit at the Top of its SEO Game
While Jess admits she's a bit biased because they're her clients, she gives a shout-out to CaringBridge.org for the work it's done with SEO, web development, and user-generated content.
Tapping Into User-Generated Content
This led Garrett and Jess to start talking a little bit more about user-generated content.
Jess recommends a couple of frameworks for UGC.
Once your blog is big enough, ask people for comments. You don't ask? You don't receive. I've always found that to be true, especially with blogs, so making sure you're asking people: hey, what do you think of this content? Can it be better?
Another way you can move is through surveys and online question forms. It's a great way to bring in a UX element as well."
Women in the SEO Industry
Garrett asked Jess to name some of her inspirations. She named Areej AbuAli of Women in Tech Seo, and Lily Ray.
So Garrett asked her: What do you want to see happen over the next few years in terms of the development of our industry and the role women take on in our space?
Here's how she answered.
What's your right now cause?
Jess would like to call attention to Reclaim the Block, a Minnesota-specific organization that is looking to move funds away from the police department in the area after George Flloyd's murder in the summer of 2020.
Want to learn more about Jess Girardi?
Uproer.com
Minnesota Brain Trust